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Graze

Challenge

Graze TLV curates dreamy grazing tables using fresh, local ingredients - equal parts art and indulgence. During COVID, they expanded into deliverable graze boards and needed a way to reach customers beyond Instagram DMs.

With no website and a growing menu of offerings, they needed a responsive site that could showcase their vibe and let customers order directly online.

My role

Design a responsive site and social assets that bring the brand to life visually, and make ordering feel easy, beautiful, and trustworthy.

My role

User Research

UX Strategy, Wireframing

UI Design

Branding Development

Tools

Sketch

InVision

Photoshop

Webflow

Process Highlights

Research & Strategy

I kicked things off with market and competitor research—looking at how other graze and gifting services adapted during the pandemic. I also ran surveys and user interviews to understand what people cared about when ordering food gifts.

The key takeaway? Photos must be honest. No one wants a "Pinterest fail" moment when sending a gift.

Development

While the project didn’t have budget for a developer, I built a responsive site in Webflow, making smart compromises and pushing the platform to fit the design system wherever possible.

Primary research

To better understand the pain points and goals of those who use gift delivery services and other parts of my research questions that the secondary research was unable to answer, I developed an interview script and conducted user interviews with participants both in-person and over the phone.

“When I order, the most important thing for me, is that I don’t want it to be a surprise - I want to know what it’s going to look like. A lot of times, you see photos that don’t represent what the [gift] will look like, so that is really important to me."

I also created and distributed a questionnaire to 48 participants via social media networks (Slack, Facebook, Whatsapp).

Personas & Flows

From interviews, I created personas and user flows to help anchor the design in real needs—like wanting flexible delivery and confidence in product quality.

Wireframes

I started sketching with pen and paper to explore layout ideas and iterate quickly. Sit there, I created mid-fidelity wireframes focusing on the full ordering flow. To address the biggest user pain point, I designed product pages with multiple photo views and a note on seasonal availability—setting realistic expectations while keeping the design light and lovely.

Site map

Using the sitemap, research findings and developed persona, I was then able to chart a user flow. The flow below shows several main paths for a user:

Mid-fidelity wireframes.

Mid-fidelity wireframes.

Visual Design & branding

The client’s vision? Anthropologie meets Tel Aviv brunch. I kept the layout airy and minimal, letting her product photography shine, while weaving in soft pastels and modern UI elements to support the brand.

I also designed a suite of branded social media assets, creating a cohesive presence across Instagram highlights, posts, and stories.

visual design and branding

The client had a logo which she was keen to keep, so I made some minor edits to ensure that it was readable for various screen sizes.

Bohemian, Anthropologie, Light, Airy: These are the words my client used to describe her product. Additionally, she pointed out some brands she admires. I put together a mood board and shared it with her to help guide us.

Keeping in mind that the photography should take the stage, I designed a clean and minimal interface with subtle flares of light and pastel colors in the UI elements. I also referred back to my research, and users expressing the importance of photos being true to real products, I kept this in mind for the UI of the product pages, including a variety of photos, implementing a consistent hue using Adobe Lightroom Mobile.

Branding kit